In the age of ubiquitous smart phones, notebooks and tablets, it is clearly apparent that many people are closely attached to their electronic better-halves. And why not? Within a few taps or clicks, I can get driving directions, watch a movie, order a pizza or play a game with my friend in Beijing. If you’re a technology-lover, you can definitely appreciate a public area with free wi-fi internet. These days, there are many chains and franchises that offer free wifi including 11,500 participating McDonald’s restaurants, over 300 Coffee Bean and Tea Leaf locations, Starbucks, Chick-fil-A and even Bob Evan’s.
Being a restaurant owner, you are now asking yourself if it is a wise decision to offer free internet for your guests. When you offer free wi-fi access, you can expect repeat customers, more menu items ordered due to some patrons staying at their tables longer (think college students studying for exams), and increased guest satisfaction. Although the benefits of offering free internet to guests at restaurants are plentiful though it’s still important to understand the pitfalls as well. If you offer free wi-fi to your customers, think about the associated per month charges you will incur for internet, and also the opportunity costs. For example, some guests may occupy a table space for hours as they work on their laptops, while would-be patrons cannot find a table to seat themselves.
You should consider the following things before taking the plunge.
- What kind of food-service establishment do you run and who is your target audience? Offering internet makes more sense for fast-casual restaurants, diners and cafes versus fine-dining. It also is very appealing for attracting younger-aged markets like Millenials and Generation Y guest.
- Space and capacity – Does your establishment have enough electrical outlets for guests using laptops? Are you tables large and sturdy enough to support laptop use.
- Time limits and order minimums: Should you impose a free internet time limit so as to not turn down other patrons should table space run out? Should you offer free internet with a minimum purchase? These answers will vary depending on your restaurant’s unique situation.
Overall, many customers appreciate an restaurant that welcomes them to use their favorite smart devices for free. It allows them to view your establishment almost like a “third place” – somewhere outside of home and work where they can eat, work, and socialize.
If you have questions on implementing a free wi-fi strategy at your restaurant, contact Synergy Consultants.